Adidas partnership with Fear of God

The goal of the team-up is to revolutionize the performance basketball industry. Adidas has announced a long-term partnership with Fear of God, the cult-favorite apparel label led by Jerry Lorenzo, specifically within its basketball division. The team-up is more than a collaboration between two brands. (A press release announcing the news describes it as an "alliance.") According to Adidas, Lorenzo will have great influence over the creative and strategy for the company's basketball […]